"I think it’s being confident in your own body and to allow other people to have that space."

In February, the brand introduced new mannequins to its stores in London, "representing diverse ethnic backgrounds and featuring natural body features such as stretch marks, vitiligo, and freckles," PopSugar reported. Their latest campaign, #InYourOwnSkin, celebrates women challenging society's perception of beauty.

#InYourOwnSkin, part of their larger #KeepOnBeingYou movement, features six women who inspired Missguided "to capture their uniqueness," according to the brand's website. "These babes continue to challenge the world's perception of beauty and exude the confidence to be comfortable #InYourOwnSkin." The women show off their scars, albinism, psoriasis, freckles, and other skin conditions in the stunning campaign images.

One of the women, for example, is Maya Spencer-Berkeley, 20, who has Epidermolysis Bullosa (EB). EB "affects 5,000 people in the U.K. and 500,000 people worldwide. Maya's positive attitude and outlook on life inspire her to raise awareness of the condition through modeling. She is a true figure of inspiration and empowerment," Missguided explains.

"Something that a lot of people don't understand about EB is that the marks on my skin aren't caused by the condition itself. The condition means that my skin is genetically fragile and very prone to blisters and wounds from slight friction. Thankfully the most recent studies relating to EB are trying to find ways to reduce to itch, so even though I'll always have EB it won't be as hard to manage."

Another woman in the campaign is Isabella Fernandes, a 19-year-old college student and part time model. In Fernandes's photos, viewers can see scars she got from a house fire.

"I was in a fire when I was 17 years old, my shirt had caught on fire which was left me with markings, scarring and disfigurement on my body. I think getting into modeling and having those first initial shoots were really empowering, although I felt a little bit vulnerable at first, there's something about it that's quite freeing," Fernandes tells Missguided. "There's something about seeing the images, my new body and how it's changed. The process of that is very therapeutic, there's something nice about seeing the images and being proud of them."

"I think it's being confident in your own body and to allow other people to have that space. I also think there's a certain level of respect involved with the conversation around body positivity. If someone engages in a conversation with you about their own body, I think it's OK to listen and respond. At the end of the day, it's very personal, and I think unless someone opens up that conversation with you then it's their body and it's private to them," she says.